PGA TOUR debuts new “Live Under Par” ad campaign

April 11, 2018

For the first time in more than 20 years, the PGA TOUR is launching a new advertising campaign this week which is designed to capture and celebrate the energy and spirit of today’s TOUR. Titled “Live Under Par,” the campaign plays on golf’s unique scoring language to portray the relentless pursuit of excellence by TOUR players – both competitively and in the way they embrace the values of the sport and the TOUR’s time-honored charitable mission. Developed in collaboration with new roster agency Troika of Los Angeles, “Live Under Par” becomes the TOUR’s first new theme and tagline since “These Guys Are Good,” the longest-running advertising campaign among major sports, debuted in 1997.

The new campaign is a fresh look at what makes the PGA TOUR unique, both inside and outside the ropes. Supported by a combination of television, digital, social, print and radio advertising, along with tournament activation and engagement by TOUR players, “Live Under Par” will be a call to action for current fans to share their love of the game and for new fans to join the PGA TOUR. It will also showcase the unifying spirit, positive mindset, and unrelenting passion for giving back and achieving greatness embodied by the TOUR and its players, as well as the unique synergy that exists between TOUR players, fans and the communities in which tournaments are played.

The “Live Under Par” campaign will transcend every facet of the PGA TOUR and its programming, including the Volunteer Initiative which includes the PGA TOUR Volunteer Appreciation Program sponsored by Myrbetriq® (mirabegron). This volunteer program, along with others, will underscore one of the campaign’s primary tenets, “Witness incredible, celebrate amazing, inspire impossible.” As part of the campaign, the TOUR will celebrate the passion, dedication and commitment of the TOUR’s more than 100,000 volunteers across the U.S. who contribute countless hours helping to orchestrate more than 120 tournaments on the PGA TOUR, Web.com Tour and PGA TOUR Champions while spearheading charitable giving in communities nationwide.

“The new ‘Live Under Par’ campaign aligns perfectly with the PGA TOUR Volunteer Appreciation Program, which is designed to recognize the critical and integral role our loyal volunteers play in the success of the TOUR, its tournaments, and its charitable giving,” said Anne Davis, the PGA TOUR’s director of public relations and community outreach.

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